Apple Slogans

Use of slogans for advertising and marketing from 70s onwards


http://en.wikipedia.org/wiki/List_of_Apple_Inc._slogans

Company advertising campaigns

•  "Byte into an Apple" (Late 1970s)
•  "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s)
•  "The Computer for the rest of us" (1984)
•  "The Power to Be Your Best" (1990)
•  "Think different." (1997–2002)
•  "Switch" (2002–2003)
•  "Get a Mac" (2006-2010) ( United States, Canada, Australia, New Zealand, the United Kingdom, and Japan)

- 1970 to 1990, trying to promote Apple as the best computer brand, wanting to dominate the market

- "Think different", aiming at those who want to be unique and different

- "Switch" suggest switch from pc to mac

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Common "strategy", and use of words + some examples

 New Products: "Introduce"

•  "Introducing Apple II"
•  "Introducing Apple II"
•  "Introducing Macintosh"
•  "Introducing the new iPod family." (2002)

 New generation of same product:

Comparsion to the previous generation, how the new version is better

•  "Faster. Greener. Still mini." ( new Mac mini revision of early 2009)
•  "Redesigned in a very big way." (new all-aluminium unibody Mac mini 2010)
•  "Redesigned. Reengineered, Re-everythinged." (2008) ( new aluminum MacBook)
•  "Meet the best iPods ever." (2007) (redesigned iPod line.)
•  "Twice as fast, for half the price" (2008) ( iPhone 3G.)
•  "The fastest, most powerful iPhone yet." (2009) ( new iPhone 3GS.)
•  "This changes everything. Again" (2010)( iPhone 4)

 For all of us, "everyone", "rest of us", can do "everything" / "anything"

•  "Macintosh-the computer for the rest of us."
•  "The all-in-one for everyone."( iMac revision of early 2009)
•  "Everything2" (2006) (MacBook with Intel Core 2 Duo)
•  "The notebook for everyone. Now with more speed, power, and battery life." (2010)( updated MacBook)
•  "There's An App For Everything" (2010)( iPod and iPad)
•  "A little video for everyone." (2007) ( third generation iPod nano)
• "There's an app for just about anything"(App store)

 "World's best"

• "Why Apple II is the world's best selling personal computer"
•  "The world's fastest computer" (2003) (Mac pro, power mac)
•  "The new MacBook Air. Better graphics. More storage. Yet still the world’s thinnest notebook." (2009)
•  "Meet the best iPods ever." (2007)( redesigned iPod line.)
• "The world's most advanced operating system. Finely tuned."(mac osx)
•  "The best Windows app ever." (2003) used to promote iTunes on Windows

Newest slogans of Apple (2010)

• "Redesigned in a very big way." New all-aluminium unibody Mac mini

• "The fastest, most powerful MacBook Pro ever. Times three."  Apple.com: new MacBook Pros.
• "The notebook for everyone. Now with more speed, power, and battery life." Updated MacBook
• "The next generation of MacBooks."New MacBook Air
• "Mac. To the power of 12." 12-core Mac Pro.
• "The first music player that talks to you. Now in five colors." iPod Shuffle
• "Game on. And on. And on." iPod touch.
• "There's An App For Everything" The iPod and iPad
•  "Meet your new personal trainer." nike+ ipod
•  "This changes everything. Again"  iPhone 4 
• iPad 2 (2011) (from apple.com)

-Focus on new generations of the same product, how the newer the better

-How apple products can do everything and is for everyone